Australian iPods now in the picture

By Andrew Murfett

26 June 2008 — 12:00am

NOW it's our turn. Although Australians have bought hundreds of thousands of iPods capable of showing video, only those with credit cards issued in the US have been able to purchase from Apple's vast video library. Until now.

Having begun selling video downloads in the US back in 2005, Apple has finally come to an agreement with Australia's ABC and Channel Nine to sell local and overseas TV programs online, through its Australian iTunes store.

A viewer watches video on an iPod.Credit:Justin McManus

Apple has sold 5 billion songs worldwide on its iTunes sites, becoming the dominant player in music downloads. It has now turned its attention to television and film.

The Nine network is offering up local dramas Sea Patrol, Canal Road and McLeod's Daughters. But there's no Underbelly, as yet.

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The ABC, which already has a booming DVD sales division, is selling Chris Lilley's We Can Be Heroes and Summer Heights High as well as the lifestyle series Sleek Geeks and Surfing the Menu. There is also a series of Foreign Correspondent'sPostcards series available for download.

Each episode costs $2.99, which is more expensive than the US site's $US1.99 ($A2.08) pricetag.

In addition to the Australian content available, Apple is also selling US series such as Lost, Desperate Housewives, South Park, Grey's Anatomy and Scrubs. Further US content on the Australian site comes from broadcasting giants MTV and Disney.

As yet, there is no content from Channels Seven or Ten accessible and Apple declined to comment on negotiations.

In the US, the iTunes store offers 20,000 episodes of about 800 shows. So far, it has sold more than 100 million television downloads.

The Australian deal is critical for local networks battling declining audiences and increasing use of illegal downloading sites such as Mininova. Nine's Underbelly, for instance, has been downloaded hundreds of thousands of times since it was leaked online.

With the influx of digital video recorders into the Australian market - Harvey Norman currently sells about 5000 DVRs a month - audiences are demanding more flexible viewing schedules.

If the US is any indication, there's a significant audience willing to pay for programming available free on TV.

Last year, Apple began selling downloads of full-length films through iTunes in the US. It took it a step further this year with its rental service, to which all major US film studios have signed.

Now, all major blockbuster films are available for rental or purchase through the iTunes downloading service the same day as they are available on DVD.

So far, they have sold 7 million movie downloads. Apple declines to comment on the arrival of the film service locally.

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Nine has previously sold its series with little fanfare through its ninemsn site as well as Telstra's BigPond. The big catch has always been a lack of direct compatibility with the omnipresent iPod.